There’s a saying that nothing in life is free, which is likely the creation of some, witty marketing executive. However, the possibilities available to businesses in digital marketing, might just be the exception to the rule. Where offline marketing is notoriously costly, digital marketing has lots of opportunities to grow your audience and generate fresh leads.
Well, it’s not exactly “free”, since you have to spend time, rather than money, to make these strategies effective. However, for small businesses with a limited budget, but a lot of drive in their team, this approach can yield fantastic results.
First things first
Before diving headfirst into the digital water, you want to have a few questions in mind:
- Who’s my target audience?
You might create a bold and edgy Instagram campaign, but if your target audience is mostly on LinkedIn, you could be investing your time more wisely. Look at your ideal client (or ideal clients); what’s their demographic, pain points, their interests? Use this insight to focus your efforts on the places you know your ideal clients are likely to look.
- What do I want to get out of this?
There’s not one way to measure the success of a marketing campaign. If you’re looking to increase brand awareness, then reach, engagement and traffic are the metrics you want to look for. However, if for B2B companies, you’re more likely to measure success by conversions. If the latter is your aim, then don’t fall for the trap of chasing engagement when it doesn’t lead to an increase in sales.
Keep both of these in mind all the time while following through on your digital marketing plan. Time is money, and if you want to make the most out of what you invest, you need to be selective. Now lets look at some of the free ways to market your business online.
Networking is still the bread and butter of B2B marketing. Luckily (since we can’t leave our houses right now) there’s plenty of ways to network online. The usual trade shows and events are, for the most part, still taking place, albeit online rather than at a conference centre in Stoke (at least you can save on the train fare).
There’s also LinkedIn, which has become an indispensable tool in the world of B2B marketing. LinkedIn’s adjustable search tools make it very easy to find prospects by profession, role and location. Make the sure you follow up connections with a message, explaining why you’ve added them. Use the opportunity to create fewer, deeper connections, rather than casting a wide net. For more about virtual networking, see our previous blog post.
Email marketing might be considered old hat, but it’s still the most reliable source of leads of B2Bs. If you’re not already making use of email marketing then you should be. If you are, find out how you can increase your performance by 50%. Even if you’re not making sales short term, having the name of your business at the top of your ideal clients’ inbox is a good way stay in their mind when the next spending cycle comes around.
Social media marketing
We’ve already talked about networking on LinkedIn, but that’s not the only free marketing opportunity it offers. If you are willing to spend a little bit of money, then LinkedIn Premium’s Sales Navigator is a great way of directly marketing to prospects. You should also build a professional looking business page, then like, comment and engage as your business. LinkedIn’s algorithms reward time spent and the variety of features you use.
The same goes for Facebook and Instagram. An active and responsive business account will be more visible than ones those that are infrequently used. Plus, posting regular content and replying to comments is a nice way of building an audience into a community. But remember that community doesn’t always equal customers, so do your research by creating a company page on every social media platform going.
Content marketing is another free way to generate interest, while also demonstrating expertise in your industry. The conventional way of doing this is via a blog, either on your own website or on a free blog site like Blogger. Putting out free content is a good way to appear generous and benevolent, while subtly prompting your readers to make contact or add their email to your mailing list.
But in the 2020s there’s far more options out there. Videos are a great way to capture people’s attention and also give a human face to your company. Almost all social media channels now support some sort of video feature and they’re simple enough to feature on your website. Anyone can do it!
Time is money
Once you’ve tried a few free online marketing strategies, it’s worth using analytics tools to assess which ones are working the best. Free tools like Google Analytics can trace the original source of your website traffic if that’s your marketing goal. Likewise, platforms like Twitter and Facebook have built in analytics tools to show you which of your posts are getting the most engagement and clicks. Time is money, so it’s economical do more of what works and cut out what doesn’t.
I hope this post has given you plenty of free and potentially lucrative free ways to market your business online. Before setting out remember to keep in mind your target audience and your goal. It pays (in time spent on trial and error) to do your research first. Try a couple of strategies and platforms, look at what the data tells you and narrow it down until your generating the most leads per hour spent online marketing as possible.
If you would like to skip the trial and error and cut straight to the chase, you can use our years of digital experience. Call us on 020 8634 5911 or click here.